A Single Cross-Media Measurement Solution Is on the Horizon

After years of discussion with little movement, a cross-media measurement solution will be created. The solution, which will deliver TV, digital, published media and radio outcomes using a single dataset, providing a singular metric for all media to be measured, is being created in the Netherlands by Kantar and Ipsos. The organizations will work together alongside Nationaal Media Onderzoek (NMO) to enable advertisers and agencies to optimize their media performance. The aim is to launch the solution later this year and combine audience viewing, listening, browsing and reading through one system. This will allow Dutch media and advertisers to better understand their audiences and improve their media performance, both in isolation and through cross-media campaigns. The complexity surrounding the different media measurements in place, not to mention the continued fragmentation that now includes connected TV, broadcaster video on-demand and continued ad-tech developments, has made the adoption of one measurement tough for the advertising sector. Last year, Nielsen announced its own cross-media platform, called Nielsen One, which was a video analytics tools that would enable marketers and publishers to transact through a single metric, due in Q4 2022. The Origin Project is another initiative set up in the U.K. by advertising body ISBA, which is also attempting to capture the value of cross-media measurement. It has collaborated with the World Federation of Advertisers (WFA) to bring together brands, online platforms and broadcasters to find a common approach. Platforms such as TikTok, Amazon, Facebook, Google and Snap are all involved. Last year, WFA released a framework for cross-media measurement that would aim to prevent adverts from being repeatedly shown to people across a number of platforms, including social media and mobile. Johan Smit, director of the Nationaal Media Onderzoek (NMO), said in a statement that Kantar and Ipsos' appointments proposed “a strong and efficient approach” to deliver a total media audience measurement for the Dutch market. “Together we have realized our vision for a cross-media solution that delivers deeper insights into the media behavior of the Dutch population.” Also quoted in the statement was Harry Dekker, media director at Unilever, who outlined his approval of the initiative. “We are convinced that developments in media consumption combined with rapid changes of the media industry creates an urgent need for a paradigm shift in the way media is being planned and evaluated. This joined-up approach in The Netherlands will allow us to plan and optimize our media investments holistically based on trusted and relevant datasets.” Liz Landy, global head of audience measurement for Ipsos, admitted that the notion of cross-media measurement had been discussed for a long time, but added that this project would be seen as “a game-changer.” The Total Media Audience Measurement solution is expected to be unveiled on April 14. Nielsen Will Overhaul Video Measurement, Creating a Single Cross-Media Offering

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Industry Moves Ever-Closer to a Single Cross-Media Measurement Solution

Kantar and Ipsos have been named as partners on the project

Stephen Lepitak

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Stephen Lepitak